These days the automotive market is flooded with all kinds of pickup trucks where each one is designed with a specific market segment in mind.
Different people who are in the market for pickup trucks have different needs and wants, and these drive their purchase decisions.
Some people need the capability to transport large items or tow a trailer, while others simply like the look and feel of a pickup truck.
In this article, we will discuss the target market for pickup trucks and understand what motivates their purchase decisions.
Who is the Target Market for Pickup Trucks?
To best understand the target market for pickup trucks, we need to first understand the reasons why someone decides to buy a pickup truck instead of another vehicle like a car, a van, a mini-van or even an SUV.
By understanding people’s motivations for buying pickup trucks, we can divide this market into customer segments and study each one on its own.
Such a needs-based analysis gives us the following market segments:
- People who need to transport large and heavy items
- People who need to tow a trailer or a boat
- People who like the look of pickups
- People who like spacious vehicles
- People who live in rural areas
- People who need a work vehicle
As we can see, there are quite a few reasons why people might want to buy a pickup truck. To better understand each target market segment, let’s take a closer look at each one.
1. People Who Need to Transport Large and Heavy Items
The first segment of the target market for pickup trucks is people who need to regularly transport large and heavy items. This could be anything from construction equipment to furniture or even just large batches of groceries.
For these people, the primary concern is not so much the price of the truck as it is the payload capacity and the tow rating. They are looking for a workhorse of a vehicle.
These are the customers that manufacturers have in mind when they design trucks like the Ford F-250 and the Chevy Silverado 2500.
2. People Who Need to Tow a Trailer or a Boat
This segment of the target market for pickup trucks includes people who need to regularly tow a trailer or a boat. This could be for work, recreation, or even just to transport large items from one place to another.
For these customers, the primary concern is the truck’s towing capacity. They also tend to care about fuel economy and payload capacity but to a lesser extent.
Manufacturers design trucks like the Ford F-150 and the Chevy Silverado 1500 with these customers in mind.
3. People Who Like the Look of Pickups
For many people, the appeal of a pickup truck lies in its looks. Pickup trucks have a rugged and aggressive look that many people find appealing.
These customers tend to care about the design of the truck and its features, but
they are less concerned with things like payload capacity and towing capacity. Things they look for include a comfortable interior, a smooth ride, and good fuel economy.
Trucks like the Ford Ranger and the Chevy Colorado are designed for these customers.
4. People Who Like Spacious Vehicles
This market segment includes people who simply like spacious vehicles. These customers are less concerned with the truck’s payload capacity and towing capacity, and more concerned with the amount of space inside the cab.
Sometimes the people who have this need are large in size or have an extended family that they need to transport often.
Manufacturers design trucks like the Ford Expedition and the Chevy Tahoe with these customers in mind.
These customers, however, are not guaranteed to buy a pickup. They could just as easily go for a large SUV.
5. People Who Live in Rural Areas
People who live in rural areas often need a vehicle that can handle all kinds of terrain, from dirt roads to snow-covered roads.
They also need a vehicle that can transport large and heavy items, as well as tow a trailer or a boat.
For these customers, the primary concern is the truck’s off-road capabilities.
Specifically, they need a truck that has a good ground clearance and a four-wheel-drive system.
6. People Who Need a Work Vehicle
A pickup truck is often the ideal choice for people who need a work vehicle. This could be anything from a plumber to an electrician to a construction worker.
Often, they will look for a pickup truck for their work but also one that doubles as a comfortable daily driver.
These customers need a truck that is durable and can handle heavy use, as well as one that has all the features they need for their work.
Some of the things they might look for include a powerful engine, a large payload capacity, and a tow rating.
Conclusion
The target market for pickup trucks includes people who need to transport large and heavy items. This could be either for work or recreation.
This market also includes those who regularly need to tow heavy objects like a trailer or a boat. Some of these people live in rural areas and they need an all-terrain vehicle that has both space and power.
Some people simply like the look of pickups and that is their driver to buy one. They may even like the fact that most pickups are spacious and comfortable to sit in.
And finally, people who need a work vehicle that can also double as their personal car also choose a pickup as a good compromise choice.